Strategic Management: McDonald's Current and Proposed Strategies

Strategic
Management

INTRODUCTION
 Strategic management is the practice of formulating
as well as implementing major goals and objectives
of company and thus enable firm with respect to
attain success in the market in an effectual way.
 McDonald owing its existence to 1940 is world’s
largest fast food chain which has its operation
present in around 119 countries.
 McDonald has around 59% of conventional
franchisee, 21% of its store are licensed which are
given to foreign affiliates. However, 20% of the
restaurants are operated by McDonald only.

MISSION
 The ultimate mission of the company is to provide
best and high class services to the buyers.
 The firm also has the goal to maintain as well as
enhance the satisfaction level of buyers by giving
them high quality of goods and services.
 Company is totally committed in enhancing the fast
food chain experience of their customers.
 Hence, in order to achieve the same it makes use of
four basis p's of marketing effectively which is of
product, price, place and promotion.

CURRENT STRATEGIC
DIRECTION
 The current tactical direction of company is not to
become the biggest fast food restaurant chain, but
is to become best fast food restaurant chain all over
the world.
 The company is making use of product, price, place
and promotional tactic with an aim to give the
practical implementation to the respective concept.
 There are some examples which indicates that how
McDonald is achieving its tactical direction by
using 4P's of marketing. In United state market,
firm tactical plan basically focuses upon breakfast,
chicken and convenience. In European market
cites firm focuses upon affordable offerings, classic
menu and premium selection etc.